Ad of the Day: Nissan, ‘Value of Zero’

TBWA puts powerful visuals behind a simple idea

Behold the power of a simple idea, perfectly executed. "Value of Zero," a spot by TBWA\Chiat\Day for the all-electric Nissan Leaf, keeps things basic and succeeds precisely because of that. Extrapolating from the basic fact that no emissions are better than any, the commercial takes a visual journey around the world, in pursuit of the number zero and objects and sights that resemble it. Starting with a drawing of zero on a chalkboard, moving through various displays registering the number zero, we then skip around the world in a striking collage of images of the number zero and shapes that resemble it. Glimpses of a manhole cover, playground equipment, bits of machinery, food, industrial pipes, fruit and some eye-popping geographical features are accompanied by a restrained voiceover and understated music. It is these two features that keep the commercial credible, without belaboring the central conceit that Nissan has discovered some new math relating to the number zero. It remains to be seen if the strong association with the number zero will woo customers in the increasingly competitive electric vehicle and hybrid market. But the spot will remain a powerful visual treat.

Full credits after the jump.

Brand: Nissan Leaf
Agency: TBWA\Chiat\Day, Los Angeles
Chief Creative Officer: Rob Schwartz
Creative Director: Tito Melega
Associate Creative Director: John Figone
Associate Creative Director: Garman Yip
Managing Director: Jon Castle
Account Director: Ben Muldrew
Account Director: Bonnie Schwartz
Account Director: Craig Werwa
Management Supervisor: Patrick Jones
Management Supervisor: Lisa Togami
Management Supervisor: Val Tyll
Account Supervisor: Liz Lefler
Account Supervisor: Desiree Ho
Assistant Account Executive: Peter Estermann
Assistant Account Executive: Kelly Glover
Assistant Account Executive: Colleen Toombs
Product Strategy Director: Joel Weeks
Business Managers: Jill Durand, Stephanie McCall and Robin Rossi
Art Producer: Anna Willman
Executive Director of Integrated Production: Richard O’Neill
Senior Producer: Elizabeth Giersbrook
Production Company – Anonymous Content
Director: Malcom Venville
Executive Producer: Dave Morrison
Line Producer: Jon Benet
Production Supervisor: Alex Fisch
Assistant Production Supervisor: Frederick Shannon
Director of Photography: Tobais Schiliessler
1st AD: Peter Kohn
2nd AD: Michelle Schrauwers
Editorial Company – Lost Planet
Editor: Hank Corwin
Editor: Saar Klein
Assistant Editor: Chris Kursel
Executive Producer: Gary Ward
Producer: Jaclyn Paris
VFX Company – Brewster Parsons
Executive Producer: Darcy Parsons
Flame Artist: Andrew Eksner